Category
Lifestyle
Assisted Choices
Trend cluster
Category
Dessert
Destruction
Interactive dessert items get consumers involved for a grand reveal.
5.0
Trend score
Trend
What is the Dessert Destruction trend?
Dessert Destruction: Over-the-top dessert items are inviting participation from individuals of all ages in a way that allow consumers to indulge in both sweet cravings and a desire to playfully "destroy." This progression speaks to the continued desire to incorporate elements of play into the dining experience, something that is seeing renewed interest in the age of social media dining specifically.
Trend themes
Themes within the Dessert Destruction trend
Three behaviours holding the trend together01
Interactive Dessert Items
Creating playful, interactive dessert items that encourage participation and allow for entertaining social media content.
02
Edible Promotions
Using edible promotions, such as chocolate press kits, for marketing and promotional purposes, generating brand buzz on social media platforms.
03
Dessert Destruction
Embracing excessive and over-the-top dessert items that are meant to be smashed or broken open, encouraging consumers to not only indulge, but also to participate in the dining experience.
Industry implications
What the Dessert Destruction trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
Innovating new ways of bringing playful and highly interactive elements to food and dessert consumption, leveraging social media and visually appealing plating mediums.
For
Marketing and Advertising Industry
Embracing creative edible designs in promotional campaigns and leveraging social media for optimal reach on potential customer segments.
For
Hospitality and Entertainment Industry
Creating immersive and interactive dining experiences that are tailored with experiential elements, where diners can collaborate to prepare, serve or compose creative dishes.
Workshop question
How can you invite participation into the experience of your product in order to leverage the element of carefree play?
Trend signals
Trend signals for Dessert Destruction
Trend score 5.0 out of 10, from popularity 71%, activity 71%, freshness 8%.
Popularity71%
Activity71%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Dessert Destruction trend
4 featured examples from Nov 30, 2017 to Feb 15, 2018CategoryMarketing
Smashing Chocolate Dessert Eggs
The Disco Egg by CXBO is Destroyed to Reveal Inner Sweet Treats
Fine dining restaurants can introduce more interactive dessert options to create memorable experiences for their guests.
CategoryMarketing
Edible Emoji Fragrance Promos
The KKW Emoji Fragrance Press Kits Came in a Giant Chocolate Heart
Fragrance companies can explore incorporating edible press kits and collaborations with pastry chefs for promotional campaigns
CategoryLifestyle
Garden-Inspired Matcha Parfaits
The Sabou Parfait is Decorated to Look Like a Japanese Zen Garden
Create new dessert offerings and experiences that cater to visually-driven foodies.
CategoryLifestyle
Chocolate Pinata-Inspired Desserts
Uncle Julio's Chocolate Pinata is an Over-The-Top Table Dessert
Restaurants can capitalize on the trend of interactive and over-the-top desserts to attract diners and generate social media engagement.
